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Marketing Challenge

Diageo wanted to boost sales of their Johnnie Walker Black Label product in the top 100 LCBO stores in anticipation of the holiday season.



VIBRANT created a fully integrated marketing program for the brand’s presence in LCBO stores during the month of November. The program was called “Paint North America Black” (#PAINTNABLACK), and included: 300 in-store samplings, 97 in-store enhanced customer experiences, 9 specialty events, 22 in-store digital displays, aisle bottle displays, shelves, as well as digital advertising.


The campaign engaged more than 14,518 shoppers, with 10,884 samples distributed, and 940 bottles of Johnnie Walker Black Label sold. We increased sales by more than 28% (in stores running our experiential campaign), while stores with displays only, increased sales by 10%. Overall we garnered 588,000 unique impressions. Due to the success of this campaign, we have now extended it beyond its initial time period.

Customers were offered a personalized bottle engraving to generate brand awareness, educate the public and build loyalty to the Johnnie Walker brand.